Digital ad inventories, measurement tools and targeting capabilities to forge the future of CTV in Europe

In May, the first CTV Ad Days event in Europe took place in London, putting the spotlight on the potential of streaming and TV advertising across European markets. 2023 and the beginning of 2024 have seen a surge in interest in premium video ad offerings in the region, with local and global players consistently launching new digital advertising inventories and brands increasingly turning to CTV to reach consumers on the big screen. This shift enriches marketing models with comprehensive data sets. To grasp these new opportunities fully, it's crucial to understand the transformations faced by the European ad industry. The European OTT video advertising market is rising strongly and it will be the main driving force of video revenue growth in the next few years. CTV video advertising alone will see its revenues growing at a CAGR of almost 21% between 2023 and 2028. This illustrates that digital advertising revenues are overtaking subscription revenues as the main growth driver of the digital video market in Europe; a trend that follows new digital inventories and the rapid development of advertising-supported models. Several factors are at play. The first component comes from the consumer side, where video content is increasingly consumed on the CTV, coupled with subscription model fatigue and a growing need for affordable ways to access content. A new demand pushes publishers to diversify their monetization models with digital ad-supported platforms - opening new and attractive ad inventories on streaming. Traditional TV broadcasters ramp up their digital offerings, as shown by the recent launches of TF1+ and M6+ in France. The FAST environment is gaining maturity. And of course, pure SVOD players are diversifying their revenue streams by opening new inventories and lowering subscription prices to attract new audiences, with the notable examples of Amazon Prime Video, SkyShowtime and Max launching ad-supported tiers since the beginning of this year.  CTV promises enhanced real-time targeting, better measurement capabilities and reach incrementality by touching an audience segment that has left the traditional linear TV environment. Smart TV penetration laid on average at 44.6% end of 2023 and will reach 57% in 2028 on the old continent. European OTT video market: a highly fragmented landscape & the call for better collaboration across the value chain However, CTV brings new opportunities with its share of risks and challenges. Platform and dataset fragmentation, diversity of devices, OS and technology accesses lead to discontinuities between targeting and measurement methods which can be confusing for buyers. Currently, more than 110 OTT platforms sell digital video advertising inventories across the continent. Agencies, brands, and partners find it difficult to navigate in this new and buzzing environment, especially since campaigns are often multichannel. It is the publisher’s responsibility to...

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